Editor's note: As executive vice president of news and production for MTV, Dave Sirulnick oversees MTV's News and Docs department. In 1999 he also took on the role of executive producer of the Video Music Awards and continues to do so annually. Before joining MTV as news producer in 1987, Sirulnick produced segments for CNN.
(CNN) -- In 1984, during the first ever VMAs, I was a 20-year-old Rutgers student.
Watching the show with my roommates from our off-campus apartment, Madonna's wedding gown-clad, iconic performance of "Like a Virgin" made an indelible stamp on me.
I saw what an unexpected, dynamic television performance could do to elevate a show and an artist, and absorbed it all as the VMAs infiltrated pop culture.
I finally made it to the third VMAs, covering the show for CNN. It was a bi-coastal event that year, and I was in New York at The Palladium. Amid a torrential downpour, I stood alongside 40 or so reporters vying to get interviews with artists like Mr. Mister and Pet Shop Boys as publicists tossed swag to keep us happy.
MTV's VJs like "Downtown" Julie Brown and Mark Goodman hosted the show, and Dire Straits took home "Video of the Year" for "Money For Nothing." The cultural impact of the VMAs and the network as a whole was undeniable: MTV was in the middle of transforming the music and entertainment industry. I wanted to be part of that energy, and by 1987, I was.
VMAs have always been a mix of incredible planned performances and unexpected moments. In 2000, we surprised the audience as an army of blond Eminem clones marched into the show as the rapper sang "The Real Slim Shady." In 2003, we reached into our past as Madonna reprised her first VMAs performance. But this time, she was the groom and Britney Spears and Christina Aguilera were rocking the white wedding dresses. In a surprise moment for all of us, they closed their performance with one of the most memorable kisses in pop culture history.
Another big surprise for our team, much to the chagrin of PETA, came in the form of a meat dress in 2010 as Lady Gaga brought her unique sense of style to the stage.
Sometimes the show is all about timing.
For example, in 1995 we had just started an interview outside the show with Kurt Loder and Madonna while the VMAs were still on-air. Our crew caught sight of Courtney Love walking down the street by herself, headed straight toward us. She started yelling, trying to get our attention, and then began throwing her make-up one piece at a time up at Kurt Loder and Madonna. On camera, Kurt said "Courtney is throwing stuff at us." From inside the production truck, the producers encouraged Courtney to join the interview. Courtney stumbled up the stairs and onto the stage, interrupting Madonna, and the rest is VMA history.